In 2014, Ariel Kaye couldn’t help but feel that the home textiles industry was all about big retailers, so she launched Parachute. Nine years later, it’s one of the most popular brands in the home, selling everything you need to live the most comfortable life imaginable. With an initial focus on making quality linens (we voted them the best linen sheets of the year), the California-based brand has since ventured into loungewear, bath products, home decor and bedroom furniture, opening more than 20 stores across the country. Just last year, Parachute introduced its living room furniture collection, which includes beautifully crafted coffee tables, sofas and lamps.
As CEO and sole founder of Parachute, Kaye’s path to success has not been easy. “Like most companies, it was a rocky road from idea to launch,” she says. “I didn’t have a lot of financial backing, I really tried to figure things out along the way.”
And while Kaye notes that there were many moments of doubt, the positive customer feedback she received shortly after launch has encouraged her. “Those early signs from clients that we had created something that people were so excited about made me feel like there was an opportunity here to continue to build and grow,” she says.
With that confidence, Kaye wrote her first book, How to Make a House a Home, in 2020, and that’s exactly what she hopes Parachute’s products will be. “The idea is really about creating serviceable space and creating a home that’s intentionally designed to be as functional as possible,” she says. “Especially today, whether you live in a big house or a small house, we all see our home differently.” To learn more about Parachute, we spoke to Kaye about the brand’s origins, mission and next steps.
What is the most important thing you want to convey about your brand to people unfamiliar with your products?
Ariel Kaye: We have always been about creating beautiful products, building beautiful, inspired spaces and making your home more comfortable. We strive to create the best possible products and we work tirelessly to achieve it. I want people to know that they are only one visit to our store away from a more comfortable home. We have a strong position based on [using] sustainable fibers and the absence of toxic chemicals and artificial colors. We really think about the products that are healthy for you and the planet and I think that’s a big differentiator for us, especially in this category.
What makes your brand different from similar brands on the market?
AK: From an aesthetic point of view I would say the quality and the range. We have a really upscale and inspired aesthetic. It’s perfectly timeless and classic, but still very fresh. We think about textures and layers and all those things in a way that I think is really unique. We work with the best factories in the world to create products – many are family-owned and have been in business for 100 years – and their commitment to quality and detail is unparalleled.
AK: Building with the team has been one of my greatest joys. I’m just so grateful to work with such brilliant people every day. Also the successful development into an omni-channel brand. I want to build a brand that my grandkids will shop from – it will take some time and I think we’ve been successful in building both an online and offline business that work so beautifully together.
AK: In my everyday life, I always use our cloud cotton bathrobe and our soft, ribbed towels. At the moment I’m obsessed with our quilts but I especially love our vintage linen comforter. It’s the most luxurious weight and it’s so beautiful. And then the Canyon bed frame – every day I go into my bedroom and I see this bed frame that brings me so much joy.
AK: We continue to invest in beautiful products and all of the categories we are in today and invest more in furniture. And then I’d say there’s some pretty ambitious retail expansion ahead. We hope to have a presence in almost all cities as we progress. But really just continuing to be the go-to place for everything home and staying truly committed to our values. It’s difficult to build a brand with a clear point of view and I’m so proud that this has been such a focus for us.
Having used the fitted sheet and pillowcases for the past few months they will remain a staple in my collection. As you would hope for from your bed linen, they are comfortable to sleep in – without a trace of scratching and hold up well in the wash. Since I have both the sheet and pillowcases in white, I like to soak them in a mixture of warm water and baking soda to keep them looking fresh before throwing them in my washing machine and adding some white vinegar to the cycle.
Of the 14 bedding sets we tested in our search for the best, this set from Parachute came out on top. Designed from European flax and crafted in Portugal, we loved this set for its luxurious and heavy feel, unique texture and the fact that it comes in 12 gorgeous colors.
A favorite robe for Kaye, this comfortable Cloud Cotton bathrobe is made from Turkish cotton and has a relaxed fit. Available in 7 colors, the robe sizes range from XS to 3X.
Update the bathrooms in your home with this plush cotton towel set that comes in seven different colors and includes two bath towels, two hand towels and two washcloths.
This stunning coffee table features oak legs and a travertine top for a modern and sophisticated look.